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Brine takeaway


I took part in Net Magazine鈥檚 monthly Design Challenge. The brief was to design a site for a made-up fast-food business. This regular feature puts three designers to the test 鈥 to get an inside look at their design process.


My contribution

Concept Branding User interface

The team



A look at the BHA website.


Inspired by the lack of fresh, good quality, and affordable seafood around London. The concept of Brine is simple 鈥 an independent takeaway with a focus on sustainable, incredibly fresh, and great-quality seafood.

All seafood is Marine Conservation Society (MCS) certified 鈥 so you know exactly where the fish has been sourced from and that it鈥檚 planet-friendly. With so few restaurants and takeaways following MCS standards, it is hard for people to do anything other than consume unsustainable produce. Brine aims to address this problem.

This was a challenge for a fictitious restaurant 鈥 so I was able to have some fun with the visuals. I wasn't limited by an existing brand or guidelines. The brand is based on a powerful, primary colour palette 鈥 to reflect the back-to-basics nature of Brine's sustainable seafood.

The layout is a dynamic wall of content 鈥 giving people a variety of information in digestible chunks. I wanted to emphasise the natural, good quality ingredients 鈥 so I brought photos of the raw products into the content tiles.

Early sketches and discovery work.
A look at the Brine website and logo.
The Brine logo on a different colour backgrounds.
Showing a few features of the Brine website.
The printed magazine featuring my design.


Brine was published in issue 269 (August issue) of Net Magazine 鈥 in both print and digital versions. Net Magazine is currently the largest web design publication in the UK 鈥 as a result, my project was seen by thousands of people.